Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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398 BUSINESS-TO-BUSINESS INTERNET MARKETING Smith, Michelle Lanter, 198–199 software company success story, net events, 136–137 SOHO (Small Office Home Office) shoppers, 185 solution databases, 183 solutions center, 179, 208–209, 218–219 SonyStyle.com, 285 sound in e-mail marketing, 118 spamming (unsolicited e-mail), 4, 10, 17, 97, 102, 103, 123 special offers on Web sites, 67 speed of information delivery, 163 Spidertop, 96 sponsored community building, 242–247. See also communities and exchanges; CRM (Customer Relationship Management); e-commerce; partnerships back end for, 246 Community Services, 246 extranets, 245 growing community, 247 Information Center, 245 interactive areas, 246 intranets, 245 launching community, 247 leadership position from, 242–243 maintaining community, 247 objectives for, 245 operating budget for, 245 plan for, 245–247 publicizing community, 247 structure for, 245–246 tools for building, 243–244 type, determining, 245 sponsorships newsletters (e-mail), 86, 92–93 Web sites, 77–78 Sprint, 5 staffing impact, 293, 320–321, 334–336 Stamps.com, 292 Standard Industrial Classification codes (SICs), 46 Stanford University, 59 “State of Online Retailing 4.0, The” (Boston Consulting Group), 278 State of the Interactive/E-Commerce Marketing Industry (Direct Marketing Association), 309 Statmarket, 2 StickAds, 96 “stickiness,” 61, 229 “strategic alliances,” 249 streaming media for net events, 139–140, 141 subject line of e-mail marketing, 122 SubmitOrder, 192 success stories in net events, 147 Sugarman, Joe, 21–22 Sundial.com, 263 Sun Microsystems, 10 SuperMarkets Online, 298 superstitials, 76 supplements to live events, 132, 142, 144 supplies and partnerships, 272 surveys (e-mail), 115, 197–198 sweepstakes for advertising, 94 Sybase, 149, 212 Symantec, 136, 212 T taking orders electronically, 296–298 targeting audiences advertising for, 88–90 integrated marketing, 310–311, 315, 316 Internet for, 17–18 lead generation, 46–48 net events and, 146 newsletters (e-mail) for, 93 Web site appeal to, 56–57, 58–59 TargetMessaging, 117 Tarter, Jeffrey, 212 taxes and order generation systems, 297–298 TCI, 5 TechCalendar, 152 technological challenges of net events, 138–142 technology adoption curve, 311 technology company success story, net events, 136 technology-driven marketing, 7–20 technology issues of Internet, 5–6 TechRepublic, 233 TechTarget, 234 TechWeb, 233 teleconference events, 140–141, 145 telemarketing for lead generation, 44–45, 322 for promoting events, 152, 155
telephone for fulfillment (traditional), 164–165, 287 telephony for Customer Relationship Management (CRM), 169, 206–207, 287 for e-fulfillment, 169, 206–207, 287 “tell a friend,” 120 Teradata CRM, 206 Terra Networks, 227 testing advertising, 86, 90–91, 91 affiliate programs, 256 banner ads, 86 e-mail marketing, 122–123 net events, 145, 150–151 Web response forms (WRFs), 55 text format for e-mail marketing, 111, 113, 117, 118, 122, 166 threads of discussions, 223 Time Digital, 288 Time magazine, 8 time-sensitive information, 180 time-to-market, 87–88, 90, 326–327 Time Warner, 10, 224 toll-free 800 telephone number, 21–23 tone of e-mail marketing, 122 Topica, 113 tracking advertising, 91 trade shows (online), 142 traditional vs. Internet. See also fulfillment (traditional) companies and e-commerce, 278 events, 124–129, 131 marketing and Internet, 24–25, 25 order generation systems, 298–299 partnering, 249–252 transaction vs. interaction data, 218 transformation of fulfillment (traditional), 163–165, 177, 180 transitional stage for marketing, 332–333 transitioning customers, Web sites for, 68 integrated marketing, 26–27 order generation system (existing), 289–292 Transora, 239 Travelocity, 190, 301 trends, tracking, 152 trials (online) for e-fulfillment, 188 Trilogy, 221 TSCentral.com, 152 TSNN, 152 turnkey programs, 250–251 TV and Internet, 12 Index 399 U Unicast, 76 Uniform Resource Locators. See URLs United Kingdom market, 28 United Online, 90 Universal Mobile Telecommunication Systems, 7 University of Texas, 2 unlocking instructions in Web response forms (WRFs), 54 unqualified inquiries, 162–163 unsolicited e-mail (spamming), 4, 10, 17, 97, 102, 103, 123 unsubscribing and outbound e-mail, 104–105 updating ease of Web-based information, 59–60, 182, 326–327 UPS, 192–193, 291 upselling technique, 201 URLs (Uniform Resource Locators) for direct marketing, 23 for e-fulfillment, 165, 169, 170 for global Internet marketing, 29 for integrated marketing, 325 for partnerships, 251 for promoting events, 153, 154, 156 for Web response forms (WRFs), 50, 52, 55 for Web sites for leads, 67 Usenet, 11 user groups as communities, 223 user statistics of Internet, 2, 11 UUNET, 5, 270 V Value-Added Resellers (VARs), 249, 250–251, 285 valuechain.com, 280 valued-customers, maintaining, 197–199 ValuePage, 94, 298 variable upgrading technique, 7 VARs (Value-Added Resellers), 249, 250–251, 285 VentureDirect, 81 VeriSign, 263 VerticalNet, 239
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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